2021 Social Media Industry Benchmarks from SocialInsider

These folks looked into over 22 million posts on Instagram, Facebook, and Twitter from 35 industries and created a comparison between the social media performance of 2019 and 2020, which can help you sharpen your strategy this year, optimize your social media content, and learn which social channel holds the audience that you’re looking for.

Some key points:

• The trending platform of the moment, Instagram, seems to be the place where brands are increasingly turning. Overall, the average engagement rate for brands increased in 2020 by 6.39%, from 1.08% in 2019 to 1.16% in 2020.
• Across all industries, in 2020, brands chose to post 36% more content on Twitter compared with Instagram and Facebook.
• All 35 industries publish images as the primary type of social media content: 84.16% photos on Instagram, 75.14% photos on Facebook, and 52.86% images on Twitter.